Zeta Global<\/a>, a new AI tool isn\u2019t replacing human connection \u2014 it\u2019s extending it.\u00a0<\/p>\nWhat Does Zeta Global Do?<\/p>\n
Zeta Global is the AI Marketing Cloud that helps enterprises acquire, grow and retain customers more efficiently. The Zeta Marketing Platform unifies identity, intelligence and omnichannel activation in one solution.<\/p>\n
The company\u2019s new internal solution, Zeek: Growth & Culture Coach, is designed to help employees navigate everyday workplace moments, such as preparing for a difficult conversation, delivering feedback or leading a team.\u00a0\u00a0<\/p>\n
\u201cIt helps employees think through challenges, practice conversations and receive coaching in real time,\u201d Chief People Officer Candice Chafey said. \u201cRather than waiting for a manager, people partner or colleague to be available, employees can access guidance when they need it most.\u201d<\/p>\n
What Is Zeek: Growth & Culture Coach?<\/p>\n
Zeek: Growth & Culture Coach is Zeta Global\u2019s internal AI tool designed to help employees navigate workplace moments such as feedback conversations, goal-setting, communication and team leadership. It provides real-time guidance while reinforcing the company\u2019s virtues: Grow, Humanize, Commit, Collaborate and Innovate.<\/p>\n
According to Chafey, Zeta Global\u2019s leaders believe that the timing is right for a solution like this, as AI has evolved to a point where it can provide meaningful, contextual guidance during the workday. Rather than leverage AI solely to boost productivity, they wanted to harness its power to enhance the employee experience and help people grow, all while honoring the company\u2019s virtues: \u201cGrow,\u201d \u201cHumanize,\u201d \u201cCommit,\u201d \u201cCollaborate\u201d and \u201cInnovate.\u201d\u00a0<\/p>\n
Senior Manager of Talent Experience Kelsey Schimmel said that the tool enables employees to embrace these virtues by helping them move from a reactive state to a more intentional one, making everyday interactions more thoughtful.\u00a0<\/p>\n
\u201cWe are building a culture committed to living our five virtues every day and needed a tool that helps employees practice those behaviors naturally in the flow of work,\u201d Schimmel said.<\/p>\n
Zeek: Growth & Culture Coach was developed out of a need to scale leadership, culture and employee support across Zeta Global in a way that wasn\u2019t previously possible, making it easier for employees around the world to thrive in their roles and, ultimately, leave their own mark on the organization.<\/p>\n
\u201cOur vision is that every employee should have access to the same quality coaching, resources and cultural guidance that historically only a few people received through experience, availability, proximity or development programs,\u201d Chafey said.<\/p>\n
How Employees Use Zeek: Growth & Culture Coach<\/p>\n
Zeek: Growth & Culture Coach is designed to help Zeta Global employees approach everyday workplace situations with clarity, confidence and intention, while embracing the company\u2019s core virtues. Some examples include:<\/p>\n
\tGoal-setting, OKR planning and professional development reflection
\n\tCrafting emails, chats and follow-up messages with the right tone
\n\tDelivering constructive feedback and recognition thoughtfully
\n\tExamining different perspectives and reflecting before approaching a colleague about a challenging situation in the workplace<\/p>\n
How Zeta Global Built Zeek: Growth & Culture Coach<\/p>\n
The development of Zeek: Growth & Culture Coach required cross-functional collaboration, employee feedback, cutting-edge technology and AI expertise.\u00a0<\/p>\n
Senior AI Adoption Specialist Sarah Green led the creation of Zeek: Growth & Culture Coach, with support from Associate VP of AI Operations Ruth Basanta. Green guided the people team through the fundamentals of AI agent-building, offering support with the design, iteration, testing and evaluation of the agent, while applying AI strategy and best practices around functionality and user experience.\u00a0<\/p>\n
Schimmel and the rest of the people team chose to use Microsoft Copilot Lite, a no-code AI agent builder, to create the tool. This allowed them to pin the agent companywide in Microsoft Teams.\u00a0<\/p>\n
\u201cBy integrating Zeek into tools employees already use every day, like Microsoft Teams and Copilot, we reduced friction and increased accessibility,\u201d Chafey said. \u201cOur teams focused heavily on usability, testing and feedback loops to ensure the experience felt natural and intuitive rather than introducing another standalone application.\u201d\u00a0<\/p>\n
The development of Zeek: Growth & Culture Coach was also informed by feedback from a pilot group on the people team, which included Chafey and several other colleagues, who helped shape feature refinements, user experience and tone. For instance, during one internal test, feedback revealed that the company\u2019s virtues were called out in a rigid way, so the team redesigned the language to weave them in seamlessly and indirectly at times.\u00a0<\/p>\n
Meanwhile, Chafey and Schimmel collaborated with another member of the people team and Executive Creative Director Vladimir Yerichev to create the logo design for the tool.\u00a0<\/p>\n
This level of cross-functional collaboration was critical to the success of Zeek: Growth & Culture Coach. To ensure everyone was aligned, employees involved in the development process focused on one overarching question: \u201cWhat would actually help an employee in this moment?\u201d<\/p>\n
\u201cThat shared focus allowed us to balance technical innovation with practical value,\u201d Chafey said.\u00a0<\/p>\n
\u00a0<\/p>\n
What Zeta Global Learned From Building Zeek<\/p>\n
For Chafey, one of the biggest lessons learned during the creation of Zeek: Growth & Culture Coach was understanding that successful AI adoption isn\u2019t a technical challenge \u2014 it\u2019s a human undertaking.\u00a0<\/p>\n
\u201cPeople adopt tools when they solve real problems, fit naturally into their workflows and help them achieve better outcomes,\u201d Chafey said. \u201cThe technology matters, but trust, relevance and simplicity matter more.\u201d<\/p>\n
Green agreed with her colleague, adding that the user experience was tantamount to building an effective AI agent.\u00a0<\/p>\n
\u201cAI is seen as highly technical, but in reality, many of our conversations centered more on the human element of designing a thoughtful experience for employees,\u201d Green said. \u201cA lot of our focus centered around questions like, \u2018How should the agent interact with employees, and what would make it feel genuinely helpful?\u2019\u201d\u00a0<\/p>\n
The experience also taught Schimmel a lot about designing clear, behavior-driven instructions for an AI agent and how those instructions shape tone and user trust. Through pilot group testing, she discovered how important it was to iterate, as testing for unwanted behaviors and responses enabled them to ensure their guardrails worked as intended.\u00a0\u00a0<\/p>\n
\u201cI\u2019m walking away from this project with a deep understanding that successful AI isn\u2019t just about tech \u2014 it\u2019s about thoughtful design, testing and innovation,\u201d Schimmel said.<\/p>\n
\u00a0<\/p>\n
How Zeta Global\u2019s New Internal AI Tool Helps Employees Grow<\/p>\n
Zeek: Growth & Culture Coach may be empowering Zeta Global employees to thrive now, but it\u2019s also shaping how the company drives AI initiatives in the future.\u00a0<\/p>\n
\u201cWe\u2019ll focus on practical applications that remove friction, increase capability and help employees perform at their best rather than adopting technology for technology\u2019s sake,\u201d Chafey said.<\/p>\n
Chafey sees Zeek: Growth & Culture Coach as a major business milestone, not just a technical achievement. She is eager to see the solution empower employees to reflect, find the right tone and approach common workplace moments more easily.\u00a0<\/p>\n
\u201cUltimately, my hope is that Zeek helps us create a workplace where every employee has access to the guidance, support and development they need to do their best work and continue growing throughout their career,\u201d Chafey said.\u00a0<\/p>\n
\u201cUltimately, my hope is that Zeek helps us create a workplace where every employee has access to the guidance, support and development they need to do their best work and continue growing throughout their career.\u201d<\/p>\n
Zeek: Growth & Culture Coach is designed to help employees live out Zeta Global\u2019s virtues every day by making them practical rather than abstract. For Schimmel, seeing employees gain confidence in the workplace makes her especially excited about Zeek and its impact on Zeta Global\u2019s employees around the world.\u00a0\u00a0<\/p>\n
\u201cOver time, that builds a culture where feedback feels normal, recognition is authentic and our virtues aren\u2019t just words on a wall in the hallway \u2014 they show up in how we actually work together,\u201d Schimmel said.<\/p>\n
\u00a0<\/p>\n
What does Zeta Global do?<\/p>\n
Zeta Global is an AI Marketing Cloud that helps enterprises acquire, grow and retain customers more efficiently. Its Zeta Marketing Platform combines identity, intelligence and omnichannel activation in one solution.<\/p>\n
What is Zeta Global\u2019s Zeek: Growth & Culture Coach?<\/p>\n
Zeek: Growth & Culture Coach is Zeta Global\u2019s internal AI tool for helping employees navigate workplace moments such as feedback conversations, goal-setting, communication and team leadership. It provides real-time coaching while reinforcing the company\u2019s virtues: Grow, Humanize, Commit, Collaborate and Innovate.<\/p>\n
How do Zeta Global employees use Zeek?<\/p>\n
Employees use Zeek to prepare for difficult conversations, set goals and OKRs, reflect on professional development, draft emails and messages with the right tone, deliver feedback and recognition, and consider different perspectives before addressing workplace challenges. Because Zeek is available through Microsoft Teams and Copilot, employees can access guidance within tools they already use during the workday.<\/p>\n
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